Abstract
Taking into account the growing concerns about the concept of the blue ocean strategy, this paper presents textual findings in a background conceptual history. In particular, it brings various definitions to the concept. The purpose of this paper a to provide readers with some of the key terms that are relevant to a consideration of the relevance of BOS (Blue Ocean Strategy) and to introduce some of the debates on the concept, besides that to present the experiences of Companies in the application of blue ocean strategy, as the proposed new niches of enterprises apart from the competition. This paper deals with the blue ocean strategy, as a new direction for organizations, as a strategy to rely on innovation in creating value for the customer.
Highlights
What is distinctive about blue ocean strategy as a theory? How is blue ocean strategy different from a classic differentiation strategy? Is it another form of low cost strategy? What’s the research process behind it?
One of the most successful efforts to do so is found in the pioneering book “Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant”, published in 2005 by W
This book is the result of a comprehensive empirical study based on the analysis and discussion of 150 strategic moves covering more than a hundred years and thirty industries. (Bologna, 2015, p.17)
Summary
What is distinctive about blue ocean strategy as a theory? How is blue ocean strategy different from a classic differentiation strategy? Is it another form of low cost strategy? What’s the research process behind it?. The researcher paper has aim to answer the main problem, which is : What is Blue Ocean Strategy ? The idea of “Blue Ocean” was first raised by Dr Hill from Michigan State University He believed that Porter’s idea is partial because distinction might mean cost leadership and a company which provides its products with less price has an aspect of distinctive strategy. Ridderstrale and Nordstrom confirmed this issue and stated that the competitiveness strategy doesn’t lead anywhere and companies need those strategies that create dynamism. This theory is somehow similar to blue ocean strategy (Jedi, Zade, & RahMani, 2015, p.1434).
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